“Mafia Wars” Tie-in Builds Buzz for “The Green Hornet”

In its first theatrical tie-in, Zynga’s Mafia Wars today began featuring items in the game designed to promote the Sony Pictures movie The Green Hornet.

Prepping for the film’s January 14 release, Mafia Wars players can collect eight Green Hornet loot items including a mask, motorcycle, gas gun, double barrel gun, gas mask, hood gun and Hornet crest. Those who collect those seven items will be rewarded with The Black Beauty, an indestructable car that features prominently in the film.

Though this is the first theatrical promotion for Mafia Wars, parent company Zynga executed a push in November for DreamWorks Animation’s Megamind with Mega-Farm, a themed landmark within the game that incorporated characters from the film. Last month, a Mafia Wars tie-in publicized the TNT show Southland’s third season. Prior to that, the social media game promoted Dr. Dre’s upcoming release “Detox” by streaming the music video for the album’s first single, “Kush,” within the action. Mafia Wars currently claims 19 million users.

Meanwhile, the Mafia Wars tie-in isn’t the only digital media campaign on behalf of the film. Carl’s Jr. and Hardee’s are giving away tickets to the movie for users who check in to the restaurants’ location-based game and use the company’s Wheel of Awesome app on Facebook.